Content strategy statistics

A good content strategy isn't about publishing more, it's about the right content in the right place in the funnel. These figures show what works in B2B, and where most companies drop the ball.

Last updated: June 14, 2026 · 8 verified statistics

TDK

Tanguy De Keyzer Oprichter & digitale strateeg

97% Of B2B marketers work with a content strategy A full 61% saw the effectiveness of that strategy improve over the past year. A documented strategy forces you to make choices instead of just publishing at random. Source: Content Marketing Institute (2026)

91% Of companies use video as part of their marketing The highest figure ever measured, and 92% keep their video budget the same or increase it next year. Video is no longer an experiment but a standard format. Source: Wyzowl (2026)

33% Name measuring effectiveness the biggest challenge A third can't prove that content works. Without measurement, content strategy stays guesswork. Source: Content Marketing Institute (2026)

45% Are increasing their budget for AI tools in marketing in 2026 Followed by events and experiential marketing (33%) and owned media such as website and blog (32%). AI tops the list, but owned channels remain the foundation. Source: Content Marketing Institute (2026)

78% Set aside budget for experiential marketing Events, communities and live moments build trust that content alone can't deliver. For more than half, this demonstrably shortens the sales cycle. Source: Content Marketing Institute (2026)

87% Say AI improved the productivity of content teams AI also improved efficiency (80%) and creative capabilities (65%). But only 39% also see better content performance: AI speeds up production, not automatically the result. Source: Content Marketing Institute (2026)

96% Create thought leadership content Yet at 37%, fewer than 5% of employees are involved. Thought leadership only works when experts from across the company share their knowledge, not just marketing. Source: Content Marketing Institute (2026)

52% Name in-person events the most effective distribution channel Closely followed by webinars (51%) and email and organic social (both 42%). Good content alone isn't enough, distribution makes the difference. Source: Content Marketing Institute (2025)

What do these figures mean for Belgian B2B companies?

The common thread in these figures is that content strategy isn’t a volume game. Almost everyone now works with a strategy and uses AI to produce faster, but only a minority also gets better performance from it. Producing more content isn’t the problem, then, making it measurable is: for a third of marketers, measuring effectiveness remains the biggest challenge.

For Belgian B2B companies with long sales cycles, the real gain lies in combining formats and channels that build trust. Use video with purpose, build content for every stage of the funnel, and reinforce it with events and webinars: 78% of marketers set aside budget for experiential marketing for good reason, since for more than half it shortens the sales cycle. Finally, make sure your measurement is in order, because without measurement your strategy stays guesswork.

Our approach to content marketing always starts from your commercial goals. We steer toward qualified leads and revenue, not vanity metrics like pageviews. Honest advice: if you don’t have the capacity to create and distribute content consistently, start small and targeted rather than everywhere at once.

Frequently asked questions

Do you really need a documented content strategy? +

Yes. By now, 97% of B2B marketers work with a content strategy, and 61% saw its effectiveness improve over the past year. A documented strategy forces you to make choices about audience, goals and formats, instead of just publishing content at random.

Which content format works best in B2B? +

Video has become indispensable: 91% of companies use it and 92% keep the budget the same or increase it. But the best format is the one that fits your audience and your sales cycle, not whatever happens to be trending. Test and measure what sticks with your buyers.

Why does content often not deliver measurable results? +

Because measuring effectiveness remains the biggest challenge for a third of marketers. And AI mainly speeds up content creation (87% see higher productivity), while only 39% also get better performance from it. Whoever ties content to concrete goals and to the whole funnel, from awareness to inquiry, does get measurable results out of it.

B2B content marketing: why it works differently than B2C How do you build a B2B content funnel with TOFU, MOFU and BOFU? B2B Content Distribution: Put 80% of Your Time Into Content Promotion Content marketing ROI: how to prove the value of your B2B content

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Source: Customer Impact, Content strategy statistics, https://www.customerimpact.be/en/marketing-statistics/content-strategy/

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